Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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Gender Difference in the Perceived Brand Authenticity of Office Worker

  • Lee, Jong Man (Dept. of Management Information Systems, Dongyang Mirae University)
  • Received : 2015.08.07
  • Accepted : 2015.09.19
  • Published : 2015.10.30
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Abstract

The central objective of this paper is to check different effects developed by interaction with a gender and brand attributes related to the brand authenticity such as brand authority and brand ethicality. The survey method was used for this paper, and data from a total of 136 office workers were used for the analysis. The data were analyzed using smartPLS, a structural equation modeling tool. The results of the analysis are summarized as follows. First, brand authority has a significant effect on brand authenticity in both male and female. Second, brand ethicality has a significant effect on brand authenticity in only male. Third, brand authenticity has a significant effect on purchase and word-of-mouth intention in only male. Therefore brand authority is the determinant of the perceived brand authenticity. The findings have significant implications which the study inquires into the gender difference in the perceived brand authenticity of consumers.

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